AXE Whatever Messy Look Paste

When you have a brand as massively successful as the body-spray behemoth AXE, it would only be natural to venture out into new areas of the men’s grooming market. In late 2008, AXE launched a complete line for men’s hair including shampoos, conditioners and styling products. In fact, AXE's advertising campaign dedicated to transforming a gnarly coif into something that is “girl-approved” turns out to be more than just a set of clever commercials: AXE researched what girls notice about a guy, and nearly 75% of them felt that hair was among the first things they see. By contrast, deeply sensitive (read: clueless) guys thought it was personality. This is where Messy Look Paste comes in handy. It creates a softer look that holds without the gunky crunch factor (hair that’s so hard it could poke an eye out hasn’t been approved by anyone -- guy or girl -- since at least 1993).

Messy Look Paste takes all of the guesswork and time out of creating “I-just-rolled-out-of-bed” hair that, in reality, can often take more like 30 minutes to style perfectly. This is one time where the label “whatever” is appropriate and actually a good thing. Unlike other bed-head products, Messy Look isn’t greasy or sticky and doesn’t leave behind a waxy finish or sheen. The color of the product is complemented by a soft yet masculine scent. The fragrance for all of AXE’s hair products was formulated using a cedar wood base with distinctive fruity tones and the relaxing aroma of birch leaf.

AXE can definitely hold hair. A dab of product emulsified by rubbing the palms of your hands together then applied starting at the back of your head and working it through toward the front provides a styled look that isn’t fussy. You can even freshen up your hair later in the day without having to reapply more: Simply reactivate the product with damp hands and style away. At just $6.99 a tub, it’s priced with the value we’ve come to expect and love from the grooming gurus at AXE. Messy Look Paste gives you great hair that’s foolproof as well as recession-friendly.